White Labs opens Colorado office
White Labs Inc. is now closer to its customers than ever before.
The company, which began seven years ago in San Diego, has sold its products and services throughout North America and the world. Now it is expanding its infrastructure to better serve its national and international clients.
White Labs opened its first satellite office in January 2002 at 7960 Niwot Road, C-12, Niwot, Colorado. The office houses White Lab's sales and marketing department.
To celebrate the opening White Labs held a series of events. Dr. Chris White, White Labs President, gave a special “Valentine’s Day” lecture on Brewing Belgian Beers at Redstone Meadery in Boulder on Feb. 14. The event included a beer tasting, buffet, roses and chocolates.
``The highlights were Dr. Chris White's talk on Belgian beers and Belgian yeast, the amazing selection of
fine Belgian beers, and the food!" said Julia Herz, vice president of sales and marketing at Redstone
Despite the holiday (or maybe because of it) and the weather, about 100 people showed up, which was 25 more people than anticipated, Herz said. Local beer celebrities present included Peter B. (Brewer for New Belgian), John Arthur (owner of What's Brewin Home Brew Shop), David Edgar (Loeffler Chemical Corporation and former Director of the Institute for Brewing Studies), Wendy White with the Colorado Department of Agriculture, and many more.
The event featured some of the most interesting selections of Belgian beers we've ever seen. Special thanks to the following companies for their donations: Avery Brewing Company; AleSmith Brewing Company, Allagash Brewing Company; B.United, BJ's Pizza & Brewery; Indian Peaks Distributing; New Belgium Brewing Company; Oasis Brewpub; Pizza Port Solana Beach; and Redfish New Orleans Brewhouse.
A buffet included shrimp, poached salmon, local cheeses and a lot of chocolate (including Chocolate Stout brownies). All women in attendance got a rose. A raffle was held at the end for hats, t-shirts, and vials of Belgian yeast strains.
"A good time was had by all and we compliment White Labs on a successful event to celebrate their new office location along with celebrating
those crazy wacky Belgian brewers who do such amazing things with yeast!" she said.
In addition to the Valentine's Day event, White Labs hosted an office open house on Saturday, Feb. 16 in Niwot. About 30 homebrewers stopped by the office to taste local microwbrews and food and to talk with White labs staff members about beer styles and brewing techniques. Special thanks to beer donations by HC Berger Brewing Company; Great Divide Brewing Company; Left Hand/Tabernash Brewing Company; Flying Dog Brewery; and Odell's Brewing Company.
Meanwhile, to staff the new office, White Labs hired two sales and marketing professionals. JoAnne Carilli is the Brewery Products Manager. She has more than 12 years of marketing experience, most recently as the Marketing Director for the Association of Brewers. Justin White is the new Special Projects Coordinator. He has been working on the Servomyces project, and was previously employed by two breweries in Southern California, AleSmith and Karl Strauss.
The move to open a new office is especially important to White Labs officials because the Rocky Mountain State is highly regarded for its contributions to the craft brewing movement. Its prominence in the movement is demonstrated by the fact that the largest and most important festival, the Great American Beer Festival, is held annually in Denver, Colo.
“We have been looking to expand east for a number of years and Colorado is the perfect place, great beer, incredibly knowledgeable brewers and an incredible place to live. This new office, with its dynamic team of Justin White and JoAnne Carilli, will allow White Labs to service our family of brewers like they deserve,” said Chris Mueller, Vice President of White Labs.